After five overseas expansions, Kuaishou has found its “second curve” in commercialization

On January 28, the 2023 Kwai for Business Annual Agent Conference was held in Xishuangbanna, Yunnan. With the theme of "Sparks Gathering, All Things Coexisting" , the conference reviewed the performance and growth of Kwai for Business in 2023, interpreted the development plan and direction for 2024, and awarded the title of Excellent Partner of the Year, encouraging more agent partners to continue to dig deeper and work with Kwai for Business to tap into new overseas business.

Du Zheng, head of Kuaishou's overseas commercialization, said: " In 2023, Kuaishou's overseas business has achieved rapid growth on the basis of rapid development in key regions. We hope to follow the trend and continue to double our business in 2024."

In the exploration of overseas business in 2023, Kuaishou focused on key regions, formed differentiated advantages, and served key users and customer needs. Du Zheng shared that in 2023, Kuaishou achieved rapid growth in user DAU and duration in key regions such as Brazil and Indonesia. DAU in Brazil increased by 17%, and Kwai's monthly active users in Brazil exceeded 60 million, covering 30% of the Brazilian population, and the user duration exceeded 70 minutes.

While expanding its user base, Kuaishou has launched e-commerce business overseas, developed live broadcast business, and continued to promote localized original content production, building a multi-business layout including short dramas, mini-games, paid courses, sports, etc. Through firm, in-depth and continuous localization, Kuaishou's overseas commercialization has driven the rapid growth of revenue and consumption for customers in multiple industries such as e-commerce and games.

Du Zheng said that in 2024, Kuaishou overseas will continue to deepen its local development and move towards "becoming the local mainstream media". It will deepen its industry development based on the content level, deeply cultivate key industries at the commercial level, promote the construction of localized capabilities, and conduct extensive exploration of local public domain traffic, private domain traffic and offline business.

Through continuous exploration, Kuaishou's overseas commercialization has continued to progress together with agents, and has achieved outstanding results with efficient and tacit cooperation. Chen Hao, head of Kwai for Business's overseas channels, introduced that in 2023, overseas agents achieved a high growth rate of 455%.

In 2023, Kuaishou's overseas commercialization has iterated the agent introduction and exit management mechanism and optimized the channel management policy. Throughout the year, 14 agents were introduced and 29 were withdrawn, with 25 remaining. The policy has been optimized to a dual-track system of AB to guide agents to deepen their industry and explore new directions. The special policy for customer opening has been iterated, from only motivating agents → motivating agents + agent sales to ensure the enthusiasm of agent sales to expand customers. At the same time, the "Kwai Classroom" was launched to empower agents in all aspects from the dimensions of audit, product, material, and delivery strategy to promote capacity improvement.

Chen Hao said that in 2024, the overseas commercial channel team will form a healthy, stable and sustainable channel system through refined empowerment and management, provide one-stop marketing service solutions for overseas customers, and ensure the healthy and stable growth of advertising performance. We will continue to iterate the agency empowerment system, accelerate the hierarchical management of agents, and strengthen the direct channel coordination of core agents. At the same time, we encourage agents to establish Kwai exclusive teams to provide customers with high-quality content and delivery services. In addition to key customers, we will maintain attention to mid- and low-end customer services and improve the small and medium-sized customer service ecosystem.

Based on Kuaishou's overseas commercial channels and ecosystem, products and services have become an important tool for agents to optimize their overseas operations. In 2023, Kuaishou's overseas commercial R&D team will focus on helping brands to operate overseas in the long term , enrich creative gameplay, create a complete product matrix of "internal and external links", and help brands build overseas IPs through Kwai, solve customer pain points, and achieve a win-win situation for both brand and effect.

Liao Rui, head of commercial products at Kwai for Business, said that in 2024, Kuaishou Overseas will continue to promote the construction and improvement of the product ecosystem around bidding products, live broadcast traffic, and native content . In terms of bidding products, Kuaishou's overseas commercialization will continue to develop in depth around the needs of advertisers, improve delivery efficiency and stability, and help advertisers achieve more delivery goals. In terms of live broadcast traffic, Kuaishou's overseas commercialization will help more industry brands break through the circle by cultivating its own anchors and developing existing talents. In terms of native content, Kuaishou Overseas will continue to help advertisers acquire more users through native material content and achieve efficient delivery results.

At the same time, many agents sincerely serve their customers, improve their service capabilities, and achieve growth together with Kuaishou's overseas commercialization. As one of the first-tier agents to cooperate with Kwai for Business, Lan Han Media deeply explores customer needs, accurately screens potential customers, and builds a middle-office mechanism covering data, sales, operations, and services to ensure the effectiveness of customer acquisition and the comprehensiveness of services. At the same time, Lan Han Media continues to hone its precise delivery strategy , providing localized real-person materials in batches, meeting customer delivery needs with high quality, and focusing on creating offline market voice to achieve continuous expansion of influence.

ESHAREMOB, a performance advertising marketing service provider that has been deeply involved in China's mobile Internet overseas products, has grown rapidly under the product support and operational guidance of Kwai for Business. ESHAREMOB has set up Kwai's exclusive business team, customer service team and technical docking team to achieve rapid response; and has created high-quality content materials in multiple dimensions, with efficient delivery and low-cost customer acquisition, becoming the core head agent of Kuaishou's overseas commercialization.

At present, brand marketing helps brands stimulate business growth by efficiently penetrating emerging markets, quickly attracting traffic and building their own positions. Kuaishou's overseas commercialization is deeply cultivated in three aspects: platform power, service power, and creativity, helping brands to do a good job in overseas marketing and also releasing more new industry opportunities to agents.

"We have sufficient confidence and ability to help mature brands achieve secondary growth overseas through omni-channel marketing and full-link services , help emerging brands build their brands overseas, and help companies with deep accumulation in the industrial chain get rid of price wars through brand transformation. " Freyja, head of brand marketing at Kwai for Business, said that he hopes to get agents involved to expand the business together.

In 2023, Feishu Shennuo and Kuaishou cooperated in overseas commercialization to develop the blue ocean market and help brands go overseas to dig for gold, and achieved good results. The number of customers in Q4 increased by 22% compared with Q1, and consumption increased by 540% . Behind the achievements, Feishu Shennuo and Kwai for Business worked together to respond to customers quickly, produce high-quality materials based on accurate market insights, and achieved business breakthroughs. In 2024, Feishu Shennuo will focus on industries such as 3C, automobiles, and energy storage, and conduct differentiated content matching. At the same time, relying on its own and Kwai resources, it will strengthen customer education and services and open up more business channels.

It is worth mentioning that in order to encourage agency partners to strive to improve their business service level and explore long-term operations on the Kwai for Business platform, the conference also awarded the title of annual outstanding partner, and a total of nine agency companies won the award. Among them, Tec-Do 2.0 and Cyberklick won the Centaurus Award 2023 Pioneer Award for their outstanding performance in attracting new customers; Nativex, Meetsocial, and SuperADS worked hard to find new growth tracks and help the industry develop, and won the Uma Award 2023 Industry Deep Cultivation Award ; GatherOne, ESHAREMOB, Blue Media, and Iplayable had outstanding achievements in the number of customers served and performance output, and won the Virgo Award 2023 Outstanding Contribution Award.

By joining hands with outstanding partners, Kuaishou's overseas commercialization will take a further step in optimizing products and expanding the industry, constantly stimulating new vitality in overseas marketing, creating a marketing stage for Chinese brands to go overseas, and opening up more high-quality traffic in overseas markets.